Green ain’t so $reen

Not so stunning news from the New York Times today on the slipping sales revenue power of environmentally better products. Tough times lead to tough decisions; necessity often limits our choices and when it comes to money that usually is made obvious. However, when you look at comments like this from an analysts at Bernstein &Co., “You see disproportionately negative impact from products like Green Works, out of the big blue-chip companies that have tried to layer a green offering on top of their conventional offering” In this statement, I believe you see the fault line – the attempt to “layer” a green offer. It should be at the core of the brand’s intent and this we have not seen from the big players.

Advertisements

Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s